Selfridges lead the way in the pursuit of multi-channel excellence with the launch of their first social-media friendly shoppable app.

In an era where technology is progressively becoming more integrated with luxury retail, Selfridges is leading the way in strengthening and future-proofing their multi-channel commitment with the launch of their first fully shoppable app.

The app unveils the second phase of the brand’s commitment to delivering an extraordinary customer experience online and addresses the continued growth in the number of customers preferring to shop Selfridges.com from their smartphones and tablets.

Using a combination of cutting edge technology, personal communication, intelligent data and vision, Selfridges has redefined the conventional mobile shopping journey.

Created in partnership with NN4M, the first version of the app has a rich feature set that provides customers with a truly personalised way to shop the huge Selfridges selection.  The app’s designs, visuals and content cleverly play to the strengths of the mobile channel which is crucial for any luxury retailer that wishes to match the same indulgent and great experience as instore.

Natively-built for Apple iPhone, Selfridges is the first fashion retailer to launch a transactional app from which customers can also shop products featured on its Instagram feed via the app’s integrated “Shop-by-Instagram” function.  As social media becomes an increasingly integrated element of shopping experiences, Selfridges is leading the way in advancing the life integration of mobile by making it incredibly easy for customers to shop and interact with content.

“We are delighted to be working with Selfridges, they have approached their mobile strategy with an inspired and imaginative vigour and the future roadmap is exciting and will push boundaries both online and offline,” said Jonathan Heap, CTO, NN4M.